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    The applications of quantitative and qualitative research methods to marketing problems, the advancement of marketing theory and the development of applied skills in research design and analysis.

    This paper deals with the applications of both quantitative and qualitative research methods to marketing problems. It will develop applied skills in research design and analysis. The purpose of this course is to provide an introduction to market analysis; a process that involves problem identification and formulation, research design, data analysis and interpretation and the reporting of results.

    About this paper

    Paper title Advanced Marketing Analysis
    Subject Marketing
    EFTS 0.1667
    Points 20 points
    Teaching period Semester 2 (On campus)
    Domestic Tuition Fees ( NZD ) $1,196.41
    International Tuition Fees Tuition Fees for international students are elsewhere on this website.
    Normally available only to postgraduate and/or DipGrad students.

    Teaching staff

    Associate Professor Lisa McNeill
    Associate Professor Sergio Biggemann
    Dr John Williams

    Paper Structure
    • Cluster Analysis
    • Factor Analysis
    • Regression
    • Logistic Regression
    • Qualitative Research Techniques
    Teaching Arrangements
    One 2-hour lecture per week
    Venue: Otago Business School (confirm room with department)
    Computer labs as required

    Recommended Text Books:

    • Hair, J. F., Ortinau, D. J., & Harrison, D. E. (2010). Essentials of marketing research (Vol. 2). New York, NY: McGraw-Hill/Irwin.
    • Hair, B. J. F., Black, W. C., & Anderson, R. E. (2018). Multivariate Data Analysis, 8th, Cengage Learning, EMEA Cheriton House, North Way Andover, Hampshire, SP10 5BE United Kingdom Cengage.
    • Chapman, C., & Feit, E. M. (2019). R For Marketing Research and Analytics. Springer International Publishing.
    Course outline
    View the course outline for MART 462
    Graduate Attributes Emphasised
    Lifelong learning, Scholarship, Communication, Critical thinking, Ethics, Information literacy, Research, Teamwork.
    View more information about Otago's graduate attributes.
    Learning Outcomes

    Students who successfully complete this paper will be able to:

    • identify appropriate analysis techniques that help with specific marketing problems
    • analyse and interpret market intelligence
    • communicate statistical results in a managerially useful way
    • examine a research problem area and then critique, compare and contrast the inferences and outcomes following from alternative analysis approaches, state the strengths and limitations, important requirements, assumptions, key indicators (and their typical critical levels) of each technique
    • understand and explain how different combinations of two or more constructs explain marketing phenomena; be able to apply common frameworks for analysis to data sets in a reliable and sound fashion


    Semester 2

    Teaching method
    This paper is taught On Campus
    Learning management system


    Stream Days Times Weeks
    L1 Monday 11:00-12:50 29-35, 37-42
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